Provi, the leading B2B digital platform for the beverage alcohol industry, today announced that more than $5 billion in gross merchandise volume (GMV) has flowed through its platform. The milestone reinforces Provi’s position as a leading digital partner connecting retailers, distributors, control states, and suppliers to drive growth across the total beverage industry.
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Provi's connection and order communication platform
As the beverage alcohol category stabilizes following a period of slowed growth, the industry’s next phase of progress is being fueled by greater digital connectivity and operational efficiency across the three tiers. That evolution reflects a new way of doing business, particularly at the retail tier, where buyers are embracing more flexible, omnichannel purchasing habits.
According to McKinsey & Company, today’s B2B buyers engage across an average of 10 channels throughout their purchasing journey, which is double the number from less than a decade ago. Supporting this trend, Digital Commerce 360’s 2025 State of B2B Omnichannel Best Practices Report found that 94 percent of B2B buyers view an omnichannel model as equally or more effective than traditional sales approaches, and 73 percent now prefer digital platforms as their primary ordering channel.
“Surpassing $5 billion in GMV is more than a milestone for Provi; it marks a turning point in how the beverage alcohol industry operates,” said Taylor Katzman, Founder and CEO of Provi. “Reaching this scale shows that digital collaboration isn’t just the future — it’s already creating measurable value for our partners. We’re enabling retailers, distributors, control states and suppliers to work smarter, move faster, and grow stronger through tools that enhance product discovery, communication, and visibility across the entire marketplace.”
Provi supports on- and off-premise retailers of every size, from independent bars and restaurants to multi-unit hospitality groups and national chains. The platform streamlines how buyers discover products, communicate orders to sales representatives, and access distributor catalogs, bringing every part of their beverage program into one connected space. For national chains, Provi strengthens oversight by enforcing corporate beverage standards while maintaining operational efficiency. In a recent internal analysis, after the initial implementation of Provi, 88 percent of requested products fell outside mandated lists and were unable to be submitted with the order, demonstrating how the platform helps large operators maintain compliance and control across their beverage programs.
For distributors and suppliers, Provi drives measurable growth across the marketplace. Distributor sales reps using the platform have reduced time spent on administrative and order-processing tasks from 53 percent to just 15 percent, saving an average of 15 hours (or $600) per week per rep. Those efficiencies translate into more selling time, deeper customer engagement, and stronger results, with partner distributors seeing more than 100,000 new points of distribution annually. For suppliers, Provi serves as a powerful trade marketing channel, giving brands a scalable way to reach buyers and support distributor efforts. In self-distribution states, it also provides a compliant avenue for direct supplier–retailer engagement, expanding reach and driving sales through streamlined, data-driven connections.
“In an environment where category growth has leveled, digital innovation is emerging as a catalyst for renewed momentum,” said Chris Swonger, President and CEO of the Distilled Spirits Council of the United States. “Industry partners like Provi are driving that momentum by improving cross-tier collaboration, operational discipline, and sustainable growth.”
Provi’s team includes hospitality, beverage alcohol, and technology veterans from Drizly, Constellation Brands, Beam Suntory, Guayakí Yerba Mate, Main Street Hub (acquired by GoDaddy), Oracle, and Dell, whose firsthand experience shapes the company’s approach to innovation. Each product enhancement is built to simplify how industry partners work together, strengthen the relationships that define the three-tier system, and drive growth for the total beverage industry at large.
About Provi
Provi is the leading online B2B platform for the total beverage industry, connecting buyers, distributors, and suppliers through a single digital marketplace. By streamlining communication, simplifying ordering, and enabling smarter product discovery, Provi enhances visibility and strengthens collaboration across the three-tier system. Trusted by thousands of industry partners nationwide, Provi is helping build a more connected and efficient future for beverage alcohol commerce. The company also operates SevenFifty Daily, an award-winning online publication offering news, insights, and analysis for the beverage alcohol trade.
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Contacts
Media contact:
Provi
Kelley McGann
Director of Corporate Communications
kelley.mcgann@provi.com
(845) 494-3784